A core issue that Google has is that now it is large, people read many things into its actions. In the case of video on the Web, who rules the roost at Google? There are many parties that have skin in the game in some way:

The key problem is that Web video is friggin’ messy. The Web loves openness. Users love functionality. We are in a period of time where the two aren’t always aligned, which ends up with many people having to double encode and support multiple formats.

Also, both sides of the argument love to talk to extremes, but the lines can be a little grey.

For example:

Some people wrote about how Firefox is doing great in Europe which is a huge market, and thus everyone will be doing WebM. Erm, there are lots of other markets with millions of people where that isn’t supported.

Others say that WebM handled as part of a standards group, and thus “it isn’t an open standard! H.264 is!” WebM is licensed very liberally indeed, and is in a position to be very much an open standard. To put the nail in this coffin, it would have been fantastic for Google to have come out with a message that talks about plans for standardization and what they are thinking.

“Google should stop delivering Flash!” On one side people say, “Come on. Flash is ubiquitous enough that Chrome needs it to be a competitive browser. The battle here should be to move the Web fast enough and add capability which means that plugins aren’t as needed for certain situations.” If you care about DRM and other items in video, you may wish that you can use <video> but you can’t yet. The other side will say “Google is being disingenuous with their use of the ‘open’ word 8 times in their post.” Again, I do think that the communication could have been clearer from them, and they could have explained much more why they are doing this.

In general, that post comes from “Mike Jazayeri, Product Manager.” Who is that cat? Where are these thoughts really coming from? Is it from an On2 guy looking to fight the fight? from a policy person? from YouTube?

Sometimes it is how you say it, and I think Google could have done a much better job getting their partners briefed and unified proactively, and a better job in explaining what they are really doing. A group like Mozilla can make a much more respectable argument based on the grounds of openness and the long term. Asa is out there fighting the good fight right now in fact (commenting on this great post by [email protected]):

In 6 months time, of the HTML5 capable browsers, Firefox, Opera, Chrome, IE9, Safari, more 2/3rds (by usage stats) will support WebM exclusively and less than 1/3rd will support H.264 exclusively.

H.264 is not winning when it comes to HTML5 video support. WebM is winning. Actually, it’s more than just winning; it’s kicking ass.

Now. Back to an incredibly messy world of video. It isn’t about the number of HTML5 capable browsers. There are a few phones that support H.264…. and although hardware support is coming soon for WebM, it aint here yet, and the majority of content isn’t encoded in WebM. This is all great news for companies such as Brightcove who get to leverage the pain that we all have in the (hopefully) transitional phase to an open world for Web video.

Updated Google saw the commotion and I am glad to see that they joined the conversation and gave more information in this clarification.

By blurring the boundary between Ajax and RIA, Google has found a way to grow into the Mesh that Microsoft is close to delivering from IT outward. In many ways, this strategy is supportive of the new Microsoft as much as it is disruptive of the old. Just as Microsoft can’t be stopped from executing on its cloud strategy in the enterprise, neither can Google from its base in the user cloud. Where the two platforms meet in the middle looks a lot like a hybrid of iTunes and Office.

We designed this feature using Internet standards such as XMPP, RTP, and H.264, which means that third-party applications and networks can choose to interoperate with Gmail voice and video chat.

Once again, standards lead the way for a Google team. This shows how this can be so much more than just an end user feature.

Let’s do a thought experiment: What if?

This was not yet another plugin (a la Lively 3D), but rather just a Gear? Something that could be reused by developers right away so they could add video and audio in a way that reaches many end users, using standards

And what if it used the audio and video HTML 5 tags? Chrome could implement them, and Gears could give us a shim to at least give us the APIs, if not more. Of course, other browsers have implementations too!

Google’s “Silverlite” is already here: Gears. If we all kept building on that we could do so much. Add the ability to load and update seperate Gears (modules) so in this case people would have gotten a video/audio module update to their existing plugin.

This is important

Video is huge, and is exploding. It is something that the Open Web doesn’t have a good answer for yet, and we need one. Right now you have to use Flash or Silverlight, and I would prefer more choice ;)

First we need to get players and codecs out there. The video/audio tags are fine, but what can they play? Apps such as Gmail video could deploy that technology. Then the next step is in tooling. How do we plug in to the current video development process? How do we reach the creative types? Without the toolchain, the technology won’t matter.